FN ISI Export Format VR 1.0 PT J TI Tourism Awareness in the Destination Heidiland AF Heeb-Lendi, Monika AU Heeb-Lendi, M AB Alpine destinations face changing frame conditions and hence, service quality and hospitality are increasingly important. However, the success of a tourism destination not only depends on the performance of service providers but also on the residents who are an integrated component of the tourism value chain. Hence, tourism awareness can be regarded as the basis for a high level of service quality since it positively affects the acceptance of tourism and the tourism culture in a destination. The destination Heidiland is not a historic tourism destination with a traditional tourism mentality and thus, tourism awareness is expected to be rather low. This study sets out to analyse and describe the level of tourism awareness in the destination Heidiland aiming to discover the need for action and to deduce measures to enhance tourism awareness. The study is based on a mixed method approach to investigate the attitude of direct beneficiaries (service providers), indirect beneficiaries (residents) and opinion leaders (cantonal council, communal authorities). The literature review has been supplemented by an online survey with 800 residents as well as 30 semi-structured interviews with service providers and opinion leaders from politics and communal authorities. ER